Pot Noodle promotes Sticky Rib variant with nightclubs ad

Pot Noodle is launching its latest Steve and Digger’s musical world themed ad to promote its new Sticky Rib Chinese takeout flavour.

The ad sees Digger’s bedroom transformed into a nightclub. DJ Steve calls to the audience for Pot Noodle lovers to ’Rib It Up!’ while Digger shows off his moves on the dancefloor.

The ad features The Blackout Crew, who were behind the song Put A Donk On It.

Mother created the ad, which breaks today (11 June).

Pot Noodle first unveiled the two YouTube-inspired rappers Steve and Digger in 2008 in an ad called “Moussaka Rap”. The company says it was inspired by the popularity of user-generated content on websites such as YouTube, where users can watch thousands of homemade videos that attempt to emulate the posturing seen in the music videos of American rappers.

Another campaign featuring a parody of a 1980s power ballad was criticised as sexist and portraying women as sexual objects.

Nicola Waymark, marketing manager of Pot Noodle, says: “Steve and Digger’s hilarious entrance to clubland takes their unique musical world to another level for the launch of our new Sticky Rib flavour.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here